After twenty years of climbing the corporate ladder in the banking and finance industry, I found myself at a pivotal juncture, yearning for a dramatic shift in my professional life. The world of finance had undergone a transformation, with regulations gradually tightening, akin to the evolving landscape of today’s gaming sector – exciting but increasingly complex. It was within this context that my path diverged, leading me towards an unexpected but thrilling venture in the realm of iGaming.
In pursuit of something different, my conversations with trailblazing individuals drew me into the orbit of an Angel Investor with ties to Triggy, an entity on the lookout for a CEO from outside its usual circles. A meeting with the founders sparked an instant rapport, despite my limited exposure to the gaming industry. Recognizing that my financial acumen was a puzzle piece they had been seeking, they believed in my potential to elevate Triggy to unprecedented success.
The journey of CallsU, my current venture in the iGaming industry, stretches back to 2006. Although the company flourished organically for years, my business partner and I chose to step into the limelight, launching CallsU with the vision of becoming a prominent player in the marketplace. We take immense pride in the exceptional return on investment CallsU delivers, which stands unrivaled across the sector.
CallsU operates by offering player acquisition and reactivation services to iGaming operators. My partner, armed with dual master’s degrees in marketing and a doctorate in behavioral science, brings unparalleled expertise to our operations. Personally, I’ve always been drawn to the allure of building enterprises from the ground up, and becoming CallsU’s CEO promised just such an adventure. The timing couldn’t be more opportune, with the industry increasingly valuing player retention and engagement.
Our analysis of nearly two decades’ worth of data has equipped us with profound insights, allowing us to apply our technological prowess effectively to deliver stellar results. My tenure at Triggy was a crucible of learning – understanding the industry’s intricacies, forging connections, and the importance of network strength. These lessons have become intrinsic to my approach at CallsU, where cultivating a vibrant team, engaging with exceptional investors, and nurturing a robust company culture is paramount.
The driving force behind our success is an ecosystem of strong partnerships and teamwork, creating synergies that foster accountability and professionalism, while also making the journey enjoyable. This ethos, deeply ingrained in Triggy, is something I am passionate about perpetuating at CallsU. The essence of our business practice is the acknowledgment that people are our most valuable asset.
The gaming industry, much like other sectors, must stay abreast of the digital innovations pioneered by tech giants. Thankfully, the igaming community is readily adaptable, positioning us to push the innovation envelope even further. We draw inspiration from diverse sources, such as the personalized engagement offered by social media, and the data-driven customer experience advancements evident in retail.
Drawing parallels from my beginnings in finance, I see how regulatory foresight and collaboration, rather than evasion, can enhance our industry. Embracing regulatory changes provides opportunities to add value while remaining compliant, aligning with the collective goal of progress.
Moreover, we leverage technology through artificial intelligence, machine learning, and intricate algorithms to spot trends in player behavior, allowing timely support to those in need, thereby prioritizing player well-being. This focus on safe entertainment is fundamental in shaping the public perception of the igaming industry as a trustworthy and enjoyable pursuit.
My philosophy resonates with Richard Branson’s sentiment about seizing opportunities, even when faced with uncertainty. Embracing challenges leads to growth, a conviction that applies acutely to women in leadership. Emulating men is not the answer; instead, we should embrace our unique qualities and perspectives. The recent pandemic underscored the value of female leadership, and the innovative adaptations that emerged under their guidance.
The takeaway is clear: as women, we must leverage our distinctive strengths and continue to push past conventional boundaries. By collaborating with inspiring figures and trusting in our ‘superpower’, success is not merely a possibility but an inevitability.
